| Abstract [eng] |
Relevance of the subject. In the 21st century, city brand development is becoming more and more important, when a city (territory, state, geographical area) becomes a kind of product that can be attractively “sold”. City1 marketing, originally viewed as a simple application of support measures for the city and its attractions, has gradually evolved into marketing activities that focus not only on marketing complex or market research, but also on the stakeholders’ participation in support of strategic goals. Scientific literature (Pompe, 2017; Greenop et al., 2015; Kasapi, 2017; Zenken et al., 2013; Shnittka et al., 2012; Hayden et al., 2012) explores city brand based on different approaches: e.g., researchers often take an economic, cultural approach to the city brand, but note that city brand is also analysed from specialised aspects such as corporate identification, based on consumer associations, in terms of personality, relationships, communication and social interaction). A city brand integrates both objective and subjective (e.g., tax, social, economic, legal, geographical, etc.), rational and emotional aspects (e.g., landscape, culture, language, population characteristics, personal preferences, etc.). City brand development is interpreted as a change in a city brand resulting from the interaction of various stakeholders. As we go deeper into city brand development, it should be noted that the term development is appropriate in the context of this dissertation, as it seeks to actualise qualitative change (close to the international term evolution), not always interchangeable with the words growth, expansion or the like. Growth is more appropriate when it comes to quantitative change, expansion. So, given the context, the English term development can also be used in Lithuanian as vystymas. |
